In an article published in February 2017, I focused on the ups and downs of segmentation and isolation in multiple targeting elements on Facebook campaigns: mobile VS desktop, newsfeed VS right column, days and schedules, etc.
However, a new trend is starting on Facebook: reducing the structure of Facebook campaigns, thus allowing its algorithm to work with the most data possible. In other words: let Facebook do the job for you!
After all, could this be a simple matter of equation, where Macro > Micro?!
After conducting a few tests with our campaigns and having discussions with our friends at Facebook, here is a new simplified structure you can try with your Facebook campaigns:
1 – Remarketing: cluster client lists and audiences from different sections of your website.
2 – Interests: cluster different interests within the same ad set.
3 – Lookalike: cluster them all. Create a Lookalike Audience with your best clients, sellers, newsletter subscribers, etc.
The algorithm will be able to identify users who respond the most to your campaign goal, thus creating better results. This means more clicks, engagement, conversions, and video views, as well as a better quality index, cost per click (CPC) and a lower cost per mille (CPM).
1 – The main risk of hyper-segmented campaigns is to subdivide too much, to the point where the reach is almost void, creating problems such as lower investments than expected, a higher CPC, too much frequency, etc.
2 – Some of our tests show that hyper-segmented ad groups have a cost per click (CPC) that is 2 or 3 times higher than larger ad groups.
3 – Click-through rates (CTR) are usually lower in hyper-segmented groups than in larger groups, negatively affecting the quality index.
4 – Campaigns with a simplified structure take less time to put online and to manage daily. This allows you to save time to create new strategies, try new parameters, or develop new creative initiatives.
5 – We collect more reliable data faster, facilitating quick decision-making.
1 – Give segmentation a try. With Facebook and all platforms for that matter, it’s worth a try. This doesn’t mean giving up on your current strategy, but rather, trying new things on the side! For example, pick a campaign, and then select an area or product on which you want to try new parameters. Just make sure you have enough data for the test to be meaningful.
2 – Test budget allowance in the campaign. In the #macro line, Facebook now offers the opportunity to configure budgets within the campaign. The main advantages would be the ability of determining budgets according to your ad sets performances, reducing manual intervention, and micro-budget management.
3 – Try macro-segmentation on other platforms! The idea is the same: save time daily, experiment more, and collect more data in less time.
In conclusion, macro-segmented Facebook campaigns can generate more data faster, saving you some time to think, conduct some tests and ultimately, help you generate better results.
Of course, there’s no need for drastic change. Run a few tests and when the results are conclusive, make a move!
Facebook today, and tomorrow the world!